When Is the Right Time to Implement an Ad Server?

Ad Servers
Last updated: August 7, 2020 | by Kean Graham

This post was most recently updated on August 7th, 2020

Timing is an essential part of implementing an ad server; knowing when to implement an ad server is essential to a user-friendly experience. Basically, the right time to implement an ad server comes when you sell a direct sales campaign or you get one million page views per month, whichever happens, to come first. The next step would be to find an ad server that suits your needs and then take the first steps toward implementation.

Ad servers are an essential way to optimize your revenue. Implementing an ad server will make it much easier to manage direct sales ads as well as automated ad networks at the same time in an efficient manner. If you happen to get over one million page views per month first then implementing an ad server is optimal because the increase in ad revenues after implementing an ad server will show a strong return on investment.

The thing about online advertising is that it’s not a simple process; it involves many technologies and intermediary parties, enough to give anyone a headache. This is where ad servers come in, a solution is needed that suits every party and takes timing into consideration (which is crucial). A solution essentially has to work for everyone, all at the same time. An ad server is basically an online server that contains and delivers advertising to websites and keeps track of the effectiveness of your online expenditures by registering click-throughs and purchases made. Essentially, if everything isn’t set up properly, a whole lot of money and time will be wasted.

There are a lot of ad servers out there and you need to find out which one that fits with your website and tailors to what you need. There are many things to consider when researching ad servers, whatever ad server you decide to go with will dictate how you will be able to use your data and how flexible you will be able to be in terms of decisions with online marketing. The number one thing is to know exactly what your needs are and also how much money you have to spend and what results you want from the ad server.  Some of the other things to consider include display, its best to be aware of what formats the creative will be in because wanting to include video capabilities and rich media can change what ad server you choose.

Also, pay attention to the display abilities for creating various types of targeting groups. The ad management of an ad server is also important to look at, how useful and easy to use the bulk upload tool and bid management tool is should also be considered. More advanced ad servers will be able to more easily integrate with third-party platforms which will lead to better results. Flexible tag management will make your job much easier and allow you to get more out of your ad server. Also, making sure the counting methodology is accurate and can be verified is absolutely crucial since ad servers audit all spending and media activity.

Two well-known and reputable ad servers to consider would be DoubleClick for Publishers (DFP) and Open X. DFP has advanced targeting capabilities, an intuitive interface, decision support tools, and comprehensive forecasting. DFP also provides actionable and detailed reporting, it’s customizable and supports video and rich media formats among other features. DFP comes in two versions which tailor to different publisher’s needs: small business and enterprise. Open X promises to provide a basic way to characterize a target audience and deliver ads at the right time to that audience. Features that are offered include real-time prioritization, multivariate forecasting, profile targeting, revenue optimization, and hybrid cloud infrastructure which minimizes technology costs without damaging performance or reliability. These features are very useful for optimizing the publisher’s inventory.

Once you have chosen which ad server to implement there a few things to consider. Implementing an ad server properly is crucial and should be paid close attention to in order to optimize your revenue and make sure you are spending your time on the right areas. The three things that cannot be ignored when implementing your ad server are databases, tagging, and reporting. Get those three things right and you are good to go. Databases are important because the data they hold is essential to analysis or any future planning, so while implementing an ad server it is important to link online and offline data. Databases are there to hold all of the information infinitely since online servers utilize cookie technology which only records activity during a generally pretty short period of time. This allows you to track the real lifetime value of a customer.

Tagging is essential because it serves as a direct connection to databases and is an important part of making sure things are running efficiently. The configuration and parts of ad server configuration tags can differ considerably so it is important to make sure all the proper features are in place in order to get the most out of them. In terms of reporting, there are a few things to think about in order to ensure accuracy. The first thing would be to make sure that every channel is reported by the same reports. It is also important to ensure that it is possible to access reports by any external avenues without having to log in to the ad server. And finally, make sure that the reporting does include a path to the conversion reports.

Ad servers are an important way to manage to advertise on your website and optimize your revenue. Knowing when to implement an ad server is absolutely essential and that time comes when you sell a direct sales campaign or your website gets over one million page views per month. When looking for an ad server to implement it is helpful to think about whether the ad server fits with your website and tailors to your needs. Once you have decided what ad server to implement, three things that cannot be ignored are databases, tagging, and reporting. Setting those three things up properly is crucial to making sure you are optimizing your revenue and spending your time on the right things.

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